The European Commission finally takes a stand against fast fashion

Fast fashion poses several problems. As a reminder, this mode of operation makes it possible to offer clothes at very low prices that correspond to the trends of the moment. The purchases of these clothes are often unrefined and massive. Young people tend to regularly order huge baskets of clothes that they will only wear a few times because they will be quickly out of fashion. After a few times wearing the clothes, people usually throw them away. According to a study, the average consumer throws approximately 11kg of clothes a year. 

Very often, Europe ships these clothes to Africa in huge bags. After that, local merchants buy them and try to sell them on markets. But very often, buyers don’t want to buy them because they are trot wearable. They end up in huge dumps or in natural areas such as ghanean beaches. This phenomenon is not only catastrophic but exponential. 

Several tons of clothes on a beach in Ghana

For a long time, the European Commission has not taken a position on this issue, leading to a serious situation. However, the situation seems to be improving as the European Commission has voted resolutions to make the clothing industry more eco-friendly. 

Orange Models selected for you what you should know about that. 

1- Impose the use of recycled materials to implement the circular economy

By 2030, the commission wants the amount of recycled material in clothing to increase significantly. According to a study, less than 1% of the materials used to make clothes are recycled. 

“We want sustainable products to become the norm,” commission Vice President Frans Timmermans said.

2- Changing mentalities

The European Commission also wants to launch a major awareness-raising operation. It is indeed necessary to realize that fast fashion will be profitable for its creators as long as it finds buyers! If people massively decide to consume differently, fast fashion could well run out of steam. 

As Virginijus Sinkevičius, EU environment commissioner, said: we want fast fashion “to get out of fashion”

It seems that the high fashion brands put the means in the traditions. On the runways, we see more and more recycled and eco responsible clothes being presented. This is great news because sustainability is really becoming a criterion to evaluate a brand’s keel. Now, ready-to-wear brands such as ZARA and Primark need to go this way as well.

Customers queue to enter a re-opened Zara clothes shop at Colombo shopping center in Lisbon on April 19, 2021.

Timmermans summed this up in the following statement “It’s time to end the model of ‘take, make, break, and throw away’ that is so harmful to our planet, our health and our economy.” 

However, the European Commission’s figures are not very precise… the future will tell us if the proposed regulations are enough to make things happen. 

Orange Models has learned a few things in this article that are different from our usual content. 

And you, what are you doing to consume more responsibly?

About ORANGE Model Management

Established in 2006, Orange Models is now a leader in the industry and has quickly grown to become one of Canada’s largest and most diverse modeling and acting agencies with a vision to find and represent the very best models and talents. With offices in Toronto and Montreal, Orange Model Management is an international agency that works with clients from varied industries in countries all around the world, which will help you to boost your career not only in Canada but also internationally.

Orange Model Management has an unimpeachable and responsible attitude towards every aspect of its business and in the discovery, development, and welfare of its model/talent(s). We not only manage talent, but we also build careers and relationships by providing a wide spectrum of model/talent(s) services including Fashion, Print, Commercial, Promotional, Kids, Music Videos, Infomercials, TV promo, Fitness, and Film & Television.

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